Comet marketing push to overhaul service reputation

Comet, the Kesa Electricals-owned retailer, is poised to launch a major marketing push to shake off its reputation for poor customer service to coincide with its annual results later this week.

The marketing drive is expected to include a brand repositioning and also a new logo for Comet.

The move follows significant brand repositioning exercises by several of Comet’s big competitors, including DSG International’s PC World. It also follows the entry into the UK market of US electronics retailer Best Buy.

Kesa will move back into the black in full-year results on Wednesday. Kesa Electricals has already flagged up pre-tax profits of £76m for the year to April 30 – up from losses of £81.8m the previous year.

Comet recently appointed Euro RSCG London to its £13m UK advertising business.

The electronics retailer called a pitch for its advertising business in October last year, in reaction to increased marketing activity from competitors such as PC World and Argos. Saatchi & Saatchi, the incumbent on the account since 1995, declined to repitch for the business.

This story first appeared on Pitch

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here